How PPC Can and Can’t Affect Your Organic Results
Amongst different aspects associated with digital marketing, or Search Engine Optimization (SEO), an impactful one is Pay-Per-Click (PPC) advertising. It can be defined as an advertising model that needs the promoters to make an investment in paid campaigns and ads, and get sponsored results on the relevant search result pages. As it is paid-promotion model, PPC can be termed as an effective way of getting instant results for your brand’s marketing campaigns.
While PPC is a part of the digital marketing platform, it is different to what organic SEO campaign is. Where traditional SEO is more about optimizing the site, building links and authority, and branding, all at no additional cost, PPC is all about getting a sponsored result from the search engine with respect to your marketing campaign investment. When you are working with an SEO company, it may or may not provide you with PPC services. And if you are investing in both organic SEO and PPC, you may be wondering how your paid or sponsored campaigns can affect your organic results.
Here, in this context, we will explore some insightful details on how PPC can and cannot affect organic results.
PPC Does Not Affect Organic Results Directly
If you think that spending more on your PPC campaign will instantly improve your organic results, then you are in for a misapprehension. The algorithms that work to bring results on to the Search Engine Result Page (SERP) have no connection with how sponsored advertising is working.
There is an indirect link between paid and organic results:-
If the searcher sees a higher ranking organic result for a similar ad, then they are more likely to click on the ad. And when the searcher is previously exposed to a particular brand’s add then they are more likely to click on the organic listing of that brand. And it’s been observed that in certain queries the paid results do affect positively the organic click-through-rate.
Paid Ads May Lead to Enhanced Brand Popularity Affecting Organic Results
If the searcher visits a brand’s site by clicking through the paid ads, then they may find the content and site to be highly relevant and worthy, and so are likely to link to it and mention the brand somewhere else. This thing leads to increased coverage and sharing of the brand’s name and content, which can eventually boost the organic rankings, directly or indirectly.
PPC Can Help You Enhance Your Online Reputation Management (ORM)
Like it was observed during the Deepwater Horizon oil spill when BP invested and campaigned a lot through paid marketing to improve their negative image; PPC ads for certain keywords can help you combat negative publicity effectively. Many people may not be familiar with this strategy, but your PPC agency in India, or elsewhere, can certainly help you create positive brand popularity. And through this way your ORM will improve, leading to improved organic listing results.
PPC Can Help in Managing Social Media Campaigns
Just by adding tracking pixels on your PPC landing pages, you can manage how to target the specific users through social media channels. This will help you with an enhanced branding, which is good for your brand’s overall marketing.
Through a comprehensive study and analysis, we can safely conclude that both of these are not ‘entirely separate’ and both of these are complementary to each other. The best way to get desired results from your marketing efforts is to ensure that your Search Engine Optimization Company in India, or elsewhere, is utilizing both the platforms in the most strategic manner.